Archive for December, 2011

The hammer is about to drop on marketing budgets. While there will still be discretionary spend on mobile and tablet pilot projects, executives are looking for measurable productivity from their marketing spend. Unproductive tactics must be prepared to surrender their pound of flesh.

The unflattering ROI spotlight that outed R&D’s poor productivity and unraveled many large sales forces is now turning its stare towards marketing. Everyone has to share the pain. But simplistic all-for-one, one-for-all across the board budget cuts are absolutely wrong. I’m concerned that this habit of making room in the budget by simply shuffling the marketing deck chairs will just punish existing physician relationships and confuse new ones.

Silver Lining
The silver lining is that this greater fiscal scrutiny should lead to more customer-focused physician marketing. Unfortunately, many brand leaders may not have the data or insight to know whether poor ROI is the result of a bad tactic, the wrong target, or poor execution.

Most launch brands spend considerable money and time crafting a unique selling proposition to differentiate their product in the marketplace. Exhausted by this grueling exercise, they tend to fall back on the standard, undifferentiated marketing playbook to promote their message.

David Ormesher CEO

David Ormesher provides leadership and direction for closerlook, inc., a digital marketing agency serving the pharmaceutical industry. As founder and CEO, Ormesher has taken closerlook from a small, creative media boutique and grown it into a recognized leader in creating innovative relationship-marketing solutions that help pharmaceutical brands build and maintain meaningful relationships with their most valuable healthcare professionals.

Since founding the company in 1987, Ormesher has created a rich, cohesive culture at closerlook by maintaining a hands-on approach to building client success and sustaining lasting account relationships. He has guided the growth and evolution of the firm, attracting a world-class team of account strategy, user experience, design, technology and relationship marketing services experts.

Ormesher is a frequent speaker at marketing conferences and is a recognized thought leader in the areas of interactive and relationship-marketing for healthcare.

In addition to his entrepreneurial leadership, Ormesher is also active on several non-profit boards. He serves on the boards of the Lyric Opera of Chicago; i.c.stars, an innovative business and leadership training program for inner city youth; and Global Relief and Development Partners, building the capacity of entrepreneurs in emerging economies. He is also an adjunct professor at the Illinois Institute of Technology Stuart School of Business where he teaches Customer Relationship Management.